The new "business state" of traditional retailing--the next chapter of electronic commerce

In this paper, we have made a simple background analysis of the traditional retailing industry in the United States and China, and introduced the main patterns of the traditional retailing industry, and made a statement on the main six characteristics of these patterns. So in this article, we correspond to the analysis of E-commerce this independent industry in the traditional retail industry, why should it be regarded as an independent "business" view, and how to develop a simple share.

Let's take a look at some of the current E-commerce representative enterprises or operating mode:

First, Taobao: Taobao is now divided into two parts, part of the Consumer-to-consumer (market), and part of the Business-to-consumer (mall). The two parts in the 08 mall online to now are relatively independent, a platform exists at the same time, its operating mode is leasing "business", it itself is not independent warehousing and logistics, all by the merchant completed, the cashier system Unified. Of course, now Taobao ambitious to intervene in warehousing and logistics, the new practice of the odds geometry, to be market and customer, merchant verification.

Taobao put two different "business" on a platform, this approach is doomed from the beginning will be conflict, as we analyzed earlier, in the supermarket if open a convenience store, the convenience store has little chance of success. And in the supermarket open clothing brand stores, its brand image and sales can be greatly impacted. The development of Consumer-to-consumer is based on individual sellers, to now also not too much change, with the network of professional terminology is "grassroots", for the "grassroots", barbaric growth to gain personal interest is its starting point, so price war, after-sales service is not neat, fraud, fake behavior inevitable, and for not "grassroots" business, Because of the traditional industry and commerce, the tax authorities, and the mature company system and process constraints, if you want to say and Consumer-to-consumer competition, then this state is similar: and a fundamentally unreasonable person to reason the process. Of course, Taobao Mall after two years of operation, through the Internet-specific "flow" into the way, the introduction of a variety of people into the mall to promote the development, and then began to start independent domain name separation mall, it should be said to be "with Chinese characteristics" of the development model.

Second, the business state of the commercial shopping mall: The development of business like this is also divided into three kinds of models, one is the previous Taobao leasing model, in addition to Taobao, there are pat, cool days, when the rental mall, and so on, the second is when, Jingdong, new eggs, wheat network, such as independent Operation Mall, third is the operation of commodity brands, such as customers, Masamaso, Dream Bazaar and so on.

Because of the characteristics of the network, this online under a very large and impossible to merge the industry, by different integration, such as when the self-employed mall platform and its rental mall platform, all under the same domain name operation and promotion, this business state and shopping mall is close, but in the platform image is not the same. Of course, the second mall model will be divided into vertical and integrated two kinds.

So e-commerce in such a state, for the understanding of the traditional retail industry, it is complex and incomprehensible, how to effectively cut into the issue of each retail industry research, in the absence of understanding, the traditional retail industry generally will not easily advance to develop e-commerce, this and the operation of a single brand of traditional enterprises different.

Because the threshold of entry into the electronic commerce is not high, then almost all enterprises can be involved, leading to the original mixed business e-commerce become more complex, but also derived more complex operating mode, making the traditional separation of the industry is no longer effective and clear, about this analysis here is not too much to explain, if a friend interested, Can pay attention to my Sina microblog: Http://t.sina.com.cn/zhuangshuai communication.

Now back to the point, let's look at how E-commerce is viewed as a new "business" in traditional retailing.

First, E-commerce "location": Speaking of this, may have friends to laugh at me: "Zhong, you or e-commerce senior experts, E-commerce where to choose?" ”。 The reason for this "site selection" is to match the work done by the traditional retailing industry, so that you can better understand the "business" feature. In the last article, we said that for the tens of thousands of square meters of the shopping mall, the location is more difficult than the convenience store, the requirements are not the same. Then E-commerce is actually the same, E-commerce online is similar to the site.

It is often said in the industry that you just build an independent business shopping mall, without promotion, it is equivalent to open the shop in a desert. This is actually the result of the site, the independent business store is actually in the desert, but this is still a location process, because there are server selection, System selection, similar to the analysis of a physical store early in the internal hardware facilities.

And for traditional retailers, supply chain is its biggest core competitive advantage, in addition to the establishment of independent operators, there are major shopping malls can be settled, a variety of platforms can open shop, then how to choose the right platform to enter, sell the right goods, provide supporting personnel and services, this is another condition of the site work. If you are a department store, then your site is in Taobao Consumer-to-consumer open a flagship store, this is obviously a location error, the possibility of success is very low. Your correct location should be like Taobao Mall, when the mall, Pat member store such a platform.

Second, E-commerce population positioning: This is like our "previous: the traditional retail industry" analysis of the same, people are the same person, but into different business, then the consumption concept and habits, behavior are very different. E-commerce as a new "business", but also based on this. E-commerce because of the characteristics of the network, easy to compare, more fraud, service commitment to meet the difficulty, pictures and product description of the purchase and so on, then the requirements of E-commerce natural and other requirements of the business;

Third, the business model of E-commerce: in the traditional retail industry shelves, inventory of each of the various patterns are somewhat different, but very similar. Of course, the department stores, leasing and direct operation of a number of types of business is very different, the former all these work to the merchant body. So what we are talking about here is proprietary E-commerce, the traditional retail industry is very focused on services, such as Wal-Mart's eight-tooth Smile Service, Sunset principles. In addition to the emphasis on e-commerce services, there is the accuracy of information, selection of the crowd matching, expansion of the orderly, promotion and marketing capabilities of the strengthening, inventory accuracy, effectively reduce the operating costs of each link, the difference between the way the cashier (payment). The entire operating model has been vastly different from the existing "business" if it is not treated as a new "business", but only as a channel supplement, the conflict between operational management and development becomes very large, and there is the assertion that the so-called "traditional retailers have no internet genes", And this is actually not the business model of E-commerce as a new "business" to treat.

     on the traditional retail industry analysis of a total of six major points, and in this article only take out three points for analysis, because through this major three points you can clearly see that e-commerce in the traditional retail industry, indeed should be placed in the new "business" strategic height, The reconfiguration and support of the resources, under such premise, the electronic commerce may develop in the interior, and gradually integrate the whole group of resources, at the same time promote the whole group internal adjustment, in the electronic commerce development trend continues to form the traditional retail industry new core competitive advantage, obtains the rapid development. On the development model of "new business mode" of e-commerce, as the general manager of Orient Home Electronic commerce company, I will continue to integrate the experience of traditional retail industry and pure company, and lead the team to adjust the development of market, customer and e-commerce rapidly according to the situation within the group. There are new practical experience will be at any time to communicate with you, of course, there are any confusion also need everyone's assistance to solve together. To the traditional retail industry to enter E-commerce interested friends can pay attention to my Sina blog: Http://t.sina.com.cn/zhuangshuai